Model essay on catering marketing planning

Throughout the ages, food, clothing, housing and transportation are indispensable substances for people. As the saying goes, food is the most important thing for people, and diet is very important to people. I have compiled a model essay on catering marketing planning for reference only, hoping to help everyone!

Chapter 1: Catering marketing planning is a new year and a new trend. In my 20xx years' work, I will focus on the core goal of profit, and strive to create a brand strategy of "full of love for xx, comfortable home" from the aspects of food production, service quality, cost control and marketing innovation, and create a new situation of hotel catering. The specific work is as follows:

First, take production as the "leader", increase the core competitiveness of catering, build a brand of "xx cuisine, XX cuisine" and build a good reputation of XX cuisine.

The products on the first floor are mainly "fast", and the varieties of colors are constantly changing. Some local snacks are introduced in time, mainly based on "stabilizing the first floor". In terms of products on the second and third floors, we will intensify innovation. First of all, keep the dishes popular with existing customers, constantly strive for perfection, and formulate the standard menu of standardized dishes in a timely manner. At the same time, through the marketing activities of food festivals and various festivals, new varieties of dishes are introduced. It is planned to hold a food festival in March-April, 20xx, aiming at distinctive taste, affordable price and close to mass consumption. From June to September, it is planned to launch new cuisines to meet the new tastes of more customers. At the end of June 10, we tried our best to cater to the tastes of high-quality, nutritious and distinctive business banquets, mutual invitations from units and various high-end consumer customers. Strive for greater market competitiveness of dishes, constantly improve the innovation system of dishes, further manage the development and research of dishes, supervise the quality and follow up the feedback, and open a good social image of nutritious meals, reasonable meals and exquisite meals in xx, thus winning more customers.

The second is to take training as the service means and grass-roots managers as the core, and strive to build an excellent team with excellent service level. To cope with the fierce competition in the catering market.

Service is the second core product of catering. In 20xx, we will carry out phased training around the theme of "full of love, comfortable home". Through training, assessment and retraining, we will constantly consolidate various service knowledge. Ten high-quality catering services are planned, that is, based on the service process, some more detailed personalized service contents are summarized to form ten easy-to-understand contents, and each floor is required according to the different actual conditions of this floor. The foreman and supervisor follow up the implementation, further refine and improve the overall service, and at the same time test the implementation effect through assessment. The service on the first floor is still based on the service policy of "fast", "accurate" and "skillful", while highlighting the enthusiasm for old customers. Improve the dishes and service quality of food delivery service. On the second floor, we should focus on creating the atmosphere of the restaurant, adding tablecloths and mouthparts to make the color of the banquet hall more festive. You can consider making chair covers, highlighting the theme of Longfengtai banquet in the hall, and continuing to build a banquet brand from the details of restaurant layout. The box service on the third floor highlights individuality. Especially for regular customers, it is necessary to strengthen emotional communication with customers, highlight the word "affection", retain customers with sincerity, enthusiasm and friendship, and establish a part-time marketing team of the catering department based on the third floor, and deploy outstanding employees and some management personnel on each floor to visit customers, listen to their opinions, narrow the distance with customers, develop new customers, and make use of the opportunity of serving in restaurants to understand customers and formulate marketing.

Third, reduce expenses, save costs, and strive for maximum profit space.

Cost control is the focus of work this year. This year, the hotel stipulates that the gross profit margin of the kitchen is 57%, and the gross profit margin over the years has a certain gap from this figure. This year, the procurement of raw materials will be strictly controlled from the beginning, and special personnel will be arranged to be responsible for the acceptance and sign the bill, instead of the previous situation of separate acceptance of each kitchen, thus controlling the cost of raw materials. In addition, we will strengthen the management of the use of kitchen raw materials to prevent waste.

Constantly improve the department's energy management system and porcelain management system, control the export and use of low-quality consumables, set up property accounts on different floors, make full use of existing warehouses on each floor, put all kinds of articles in classification code, avoid the past disorderly stacking, prolong the service life of articles, and try our best to win more profits for the department without harming the interests of guests, lowering the service level and affecting the restaurant environment.

Our department will, under the correct leadership of the hotel leaders, mobilize the enthusiasm of all the staff in the department and go all out to create better results.

Chapter 2: Model essay on catering marketing planning Time flies, xx year is coming to an end, and the new year is coming. Looking back on the past year, I am deeply touched. Thank you very much for giving me another cooperation opportunity full of self-challenge and charming prospects. This is a good working platform for me. Bringing out a group of high-tech and high-quality chefs is the embodiment of my working ability. Only by working hard and producing good benefits can I repay the trust of the company leaders. /kloc-I came to the company again in October, and now more than three months have passed. During this time, I made a comprehensive adjustment to the dishes. With the strong management training of the company, the concerted efforts of everyone in Qi Xin and the support of the operation department, I completed the task of standardizing and unifying the existing dishes issued by the company years ago! Thank you for your cooperation. The following is a brief summary of my thoughts and arrangements for the work to be carried out next year in two parts:

A story about shops and companies.

1, in line with the company's annual plan, in order to meet our peak season next year, we will do all the preparations for the listing of xx at the end of xx and cultivate a team of chefs.

2. Effectively supervise and guide the operation of kitchen dishes in each store, and improve the execution in strict accordance with the standards stipulated by the company.

3. Through professional training and management, we can reasonably reserve the technical strength of our chefs and reasonably introduce novel dishes suitable for the season. The design and development of dishes are the capital for our chefs and companies to adapt to market demand and maintain strong competitiveness. The innovation of dishes is the eternal theme of the catering industry, so as to truly "follow one's inclinations", develop new products irregularly, meet the market demand, and create greater development space and profits for enterprises.

4. Check the food quality of each store and central kitchen at least once a month 12 times, and report the inspection work to the company leaders every week.

5. Actively collect the opinions and information of grass-roots stores on the dishes they have learned, and make corresponding adjustments in time.

6. Prepare for the special dishes preserved in xx years to go on the market before xx years, and add corresponding new varieties according to the trend of xx years.

Second, about xx store.

Store xx will be reopened with a brand-new look on March 18, xx, after it has been closed for half a year. In view of the special situation of xx Road, according to the decision of the company leaders, the products operated by this store will be different from other branches. We will focus on XXX \ XXX \ XXX- three large pieces, supplemented by the original dishes sold well in other stores, to attract new customers with the original dishes and retain our old customers with the new dishes. In some shops, business is very slow in the afternoon. However, due to the special geographical location of changshou road, we will cooperate with the operation department to do a good job in the afternoon market, such as: launching simple, fast and rich packages to deliver meals to the employees of the company upstairs. As the core department of the whole restaurant, the kitchen will make arrangements for the whole plan.

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2. The kitchen staff will be established at the end of xx. From the perspective of saving personnel costs, the kitchen staff will be composed of outstanding kitchen staff from major external positions and other stores! The salary of external personnel should be consistent with the company's existing A-level kitchen staff.

3. After the menu is confirmed, complete the standardization and standardization of all dishes in the menu, and conduct comprehensive and systematic food knowledge training for kitchen staff and front office service personnel respectively!

Chapter III: Model essay on catering marketing planning 1. advertising strategy

A establish the popularity of the restaurant and tell consumers about the products and special services provided by the restaurant. In view of the present situation of our restaurant and the fact that our main customers are white-collar workers, we have launched a series of activities with the theme of nutrition and health, taking into account the work pressure of white-collar workers and other factors. Specific contents of the activity: First, carry out guessing activities, with topics about nutrition and diet, such as what to eat to supplement vitamin C, what to eat is good for the eyes, what food can make people feel happy and decompress, and make the topics into small notes or something, similar to those in solve riddles on the lanterns. If you guess right, there will be prizes or meal discounts. Location, can be held outside the restaurant.

(Guess the feasibility analysis of the activity: For example, a similar activity was attended by many people. As long as people gather in front of the restaurant, because most consumers will have herd mentality, more people will follow it, which can effectively improve the visibility of the company. ) This activity lasts for 3 working days.

B. Strengthen the image of the restaurant and increase consumers' awareness and affirmation of the designated purchase.

Specific content:

(1) Strengthen the advertising of restaurants, cooperate with periodic promotional activities irregularly, seize the appropriate opportunity, and carry out promotional activities in a timely and flexible manner, such as on certain festivals or when it is of great significance to restaurants or customer groups. The content of the advertisement mainly introduces the culture and characteristics of the restaurant, including the brand/business philosophy and slogan/characteristics/environment/service/current promotion activities of the restaurant.

(2) Expand advertising channels, print special DM, leaflets, MSN/QQ and other online channels for promotion, promote them at stations that must pass through when commuting, and advertise in magazines that white-collar workers often read with coupons.

C. Strengthen the advertising and promotion activities of single products (single products) or new products. In view of a series of activities of healthy eating in this restaurant, we vigorously promoted it through various forms of advertising, and the publicity time was as long as one month. Make the concept of healthy and nutritious food in this restaurant deeply rooted in the body and mind. Create a good image of people-oriented restaurant.

2. Product strategy

(1) Improve the quality of catering and create special products.

(1) Ensure the hygiene and freshness of raw materials. Strictly control, especially the procurement and treatment of raw materials, and prohibit the use of unqualified raw materials or other ingredients.

② Make each dish in strict accordance with various production techniques and techniques to improve the taste. Train chefs regularly to improve their cooking skills.

(3) increase the variety of products and develop a variety of new dishes.

(2) The purpose of attaching importance to product mix is to enhance the attractiveness of products and increase sales.

Reasonably plan the combination of catering products and holidays. Focusing on rice, Lamian Noodles and snacks, we have carefully made nutrition packages, couples packages, family packages and personal consumption packages. , to form their own characteristics. The specific ideas are as follows:

Product mix 1: nutrition package Since the target customers of this restaurant are white-collar workers, we have launched a nutrition package for the health problems of white-collar workers. According to related reports, poor lunch conditions are a very important factor causing poor health of white-collar workers. Moreover, people pay more and more attention to healthy eating recently, so we should seize this opportunity.

Specific ideas: Through early advertising, the concept of nutrition package is deeply rooted in people's hearts, which is conducive to shaping a good image of a "people-oriented" enterprise. Specific package combinations can include vegetarian meals, fruit meals, etc., depending on the situation of the restaurant.

Product combination 2: Couples have relatively high requirements for dining environment: they generally choose places with elegant environment, romantic atmosphere and relatively high grade for dining. The restaurant is elegantly decorated, and the ambient colors are mainly bordeaux and light beige. The overall feeling is fashionable and simple, which provides a good scene for couples to date. This restaurant should give full play to its advantages in this respect. At the same time, when managing the market, we should pay attention to the consumption characteristics and requirements of couples, and take this as a starting point to form our own characteristic business model.

The specific operation is as follows:

(1) Atmosphere and atmosphere create a romantic and warm dining atmosphere, soft and warm lighting, relaxed and romantic music, and light some candles for couples at the right time to enjoy a candlelight dinner. These are excellent ways to attract customers.

② Couples who spend more than a certain amount (such as 50 yuan) on additional services (special services) will be given a rose! Product portfolio 3: Weekend specials are available on Friday night, Saturday and Sunday, offering preferential products or special services. Customers are mainly couples and small colleagues, but publicity and other activities should be done in advance.

(3) Never let go of any possible festivals and constantly introduce new combinations. This is a good point of lion landscape western restaurant, which can be used as a reference. On New Year's Day (65438+1 October1), Lantern Festival (the fifteenth day of the first lunar month), Western Valentine's Day (February 14), Qixi Valentine's Day (the seventh day of the seventh lunar month), Mid-Autumn Festival (the fifteenth day of the eighth lunar month) and Thanksgiving Day (165433)

(4) Create a relaxed, warm and romantic atmosphere.

Because the main customers of this restaurant are white-collar workers, many of them have just left school, left home and just joined the society. They may not fully accept some social customs and still cling to the warmth of school and home. So creating a relaxed, warm and romantic atmosphere can bring them a warm feeling and make them more impressed by this restaurant. Atmosphere is a combination of service attitude, service technology, waiter image, restaurant building decoration, facilities and equipment layout, color, background music and other factors, and also reflects a cultural taste. Therefore, this restaurant should fully create a relaxed, warm and romantic dining atmosphere under the advantage of the original elegant environment.

3. Sales channel strategy.

According to the characteristics of restaurants, direct sales and primary sales channels are adopted, with direct sales as the main form. Direct selling: Try to satisfy new and old customers who eat in restaurants, form secondary and tertiary consumption, and form a part of stable customers.

First-class sales: choose a company or shopping mall, establish a relationship with it, and use vouchers as prizes. , or other forms to increase passenger flow. In addition, we can also carry out online ordering business. White-collar workers are generally busy at work now. Besides, it's hot recently, so they may not want to go out for dinner. Online ordering service provides them with certain convenience.

Purpose: The restaurant publishes the detailed information of products online, so customers can order directly or choose to add ingredients through the online ordering service. In addition, we can also carry out telephone ordering business, but because telephone ordering needs to find the number, we still don't know about the products, which is slightly inferior to online ordering. But the premise of online ordering service is to ensure that meals can be delivered on time.

management strategy

1, employee recruitment

① Because the main customers of this restaurant are white-collar workers, mostly around 25 to 30 years old, we should choose some young and energetic employees when recruiting, so as to better attract consumers to spend here, and they can better communicate with customers, so as to better understand their needs.

In addition to recruiting some young and energetic employees, the quality of employees also needs to be considered. When choosing employees, we should choose those with good ideological and moral quality and professional ethics.

2. Staff management

Specific contents of strengthening staff management:

It is necessary to strengthen political and ideological education at any time. Only employees with good ideological literacy can do their work better.

② Strengthen professional skills training and improve service quality. Our restaurant has realized that the waiters are young and have a weak sense of service. Employees should be trained in professional skills from this aspect, and such training is regular. Caring for employees' life "people-oriented" means "taking employees as the core", and only loyal employees can bring customer loyalty.

As a manager, you should care about the lives of employees, learn to respect employees, and let them have a meaning: the restaurant belongs to them. Eager to effectively improve the enthusiasm of employees. Content: Improve employee reward and punishment system, advocate smiling service, select smiling star, service star and best waiter every week, and give certain material or economic rewards.

3, restaurant service, improve service quality, advocate sunshine service, give guests a sincere smile, waiters should communicate with guests more, contact feelings, give people a sense of intimacy, and strive to create a warm atmosphere.

4. Send comments cards to customers

The customer's opinion is the fertilizer for the restaurant to grow. You can send them a comment card when you check out after dinner, and write some questions on it: for example, what do you think is the lack of service in this restaurant and what needs to be corrected? And indicate that the next time you come to spend, you can get XX discount with the completed opinion card. Once a week, select the top three with correct opinions ... and give them some rewards.

Marketing budget (unit: yuan) Activity expenses: depending on the specific situation.

Print publicity: DM is the main form of advertising, including letters, posters, charts and so on. The cost is determined according to the specific situation.

Leaflets on the ground: 0.08 yuan/opinion card should be used appropriately when new products are on the market. Printing cost: Now the business cards are a few dollars per box, and this should be similar. The above schemes can be selectively matched according to the actual situation and needs! Project risks and benefits.

danger

Every scheme contains risks, and how to strike a balance between risks and benefits is an important issue in decision-making.

Risk analysis can help us make the most reasonable decision-making plan. The following is our analysis of the possible risks of this plan: Market risk: At present, there are some similar restaurants and related foods on the market, and they may adopt some new marketing strategies at any time, which will affect the sales of restaurants. Risk of cost control: This restaurant wins with elegant environment and diverse products, so the biggest risk in cost control is to invest too much in market development and neglect service and product innovation. If the market effect of some product combinations of this scheme is lower than expected, then the cost (including labor and products) generated by this scheme will be difficult to recover. The launch of product portfolio will face greater risks. Risk of disjointed internal connections: If some product combinations in this scheme are disjointed within the restaurant, the restaurant will also be at risk.

profit

Market share: quickly occupy the white-collar market through a series of marketing activities. Let most white-collar workers who want an elegant dining environment come to the restaurant for consumption. Overall marketing volume: on the basis of early publicity and promotion, combined with the characteristics of various products, improve the overall marketing volume of this restaurant, and then increase sales.

Implementation and control of marketing plan

1. The implementation of the marketing plan requires the coordination and cooperation of all the service personnel in the restaurant and the people attending the event.

2. Sales control: The performance evaluation of each market segment is conducted once a month in the form of the following table, and the reasons for failing to complete the corresponding sales targets (products, services, promotion methods and price issues) are analyzed in time, and corresponding measures are put forward.

In the first half of 20xx, with the correct leadership of the hotel leaders and the active cooperation of various departments, I transferred to the catering department, led all my colleagues to unite as one, overcome various difficulties, and achieved the following results:

First, establish an internal quality inspection team within the catering industry.

Completely break the passive situation of health and discipline inspection since opening the store for more than three years, and take the lead in setting up an internal quality inspection team in the catering department. The quality inspection team is headed by the manager of the food and beverage department, and the team members are composed of deputy managers and several supervisors. Every day at noon 1 1: 15, inspect all areas of the food and beverage department, rectify and implement the problems found one by one, and clarify rewards and punishments according to the system. After running for half a year, it has been supervised and guided by the hotel quality inspection department, and the quality inspection results have been steadily improved.

Second, write and revise the latest rules and regulations of the food and beverage department and the latest standards for setting tables.

Combined with the actual situation of the hotel, the relevant rules and regulations were compiled by brainstorming. For example, the floor small meeting system requires each floor post to hold a floor small meeting on time every day in addition to the big meeting, sum up the shortcomings of this floor yesterday, and arrange to supplement the work arrangement of this floor; For the old problems left by some employees, such as sloppy work, violation of discipline and stealing vegetables, we have also formulated corresponding solutions and achieved remarkable results; And the labor discipline of the food and beverage department; Weekly planned health system, the latest stage setting standards, etc.

Third, in conjunction with the kitchen department, a new tableware management method has been formulated.

With the implementation of the new method, the tableware breakage rate is lower than at any time since the store was opened, and the tableware breakage before and after is effectively controlled.

Fourth, the background music is played continuously.

Through my unremitting efforts, combined with the relevant departments, the history of non-background music playing in the catering department of three-star hotels has been completely rewritten. Create a warm and elegant dining atmosphere for guests.

5. Replace the green plants in the dining area many times.

According to different floors, different regions and different needs, contact the flower rental company in time to arrange for the replacement of various flowers and trees, and the dining environment is always new. In addition, the green plant maintenance responsibility system is implemented in each area, which greatly ensures the survival rate of green plants in each area and box.

Six, standardized warehouse and linen management

It completely solved the situation that there was no special person to manage the department warehouse and linen for many years, and effectively controlled the unnecessary loss of linen and the chaotic situation that the recovery, cleaning and receiving of linen were not recorded.

Seven, grasp the training, grasp the implementation

Training and implementation, both hands should be grasped, both hands should be hard. According to the training content, we will rectify and implement them one by one, implement them step by step and step by step. Through a period of hard work, all the staff of the catering department have improved qualitatively in gfd, etiquette, service process and labor discipline, and improved the reputation of catering services among guests.

Eight, the functions of department managers have been divided in detail. So that the daily work can be carried out smoothly, especially all kinds of major receptions can be completed smoothly.

Nine, everyone is equal before the system

For half a year, I have always adhered to the principle that everyone is equal before the system. What employees are required to do, managers must first do, reward and punish in strict accordance with the system, reward with great fanfare, and truly achieve the effect of reward; Punishment, punishment and ideological work go hand in hand, so that offenders can be convinced and other employees can take warning.

Of course, I am sober in front of my grades, and there is still a big gap between many jobs and the requirements of hotel leaders. There are still some shortcomings in catering work:

1, there are still some employees who have poor subjective initiative in service consciousness and go to work mechanically; Some employees have poor self-discipline, such as standing discipline, service courtesy and in-meal service. The management is also in this state, and the absence of leadership is another state, lacking the quality that a qualified waiter should have.

2. Some employees still lack the consciousness of unity and cooperation.

3. The executive power of personal management needs to be further strengthened.

4. Individual employees still lack the awareness of saving.

5. Very few employees still have illegal behaviors such as stealing vegetables and taking them privately.